Purpose – The purpose of this paper is to report the use of decision system analysis (DSA) mapping the streams of communications (i.e. interactions), thoughts, actions and decisions involved for advertising agencies as executives in these firms gain client approval, and design creative, promotional and media strategies. Design/methodology/approach – This study uses DSA. This little-used technique requires protocol analysis, interviews and observation before transcription of the organizational decision processes into flow charts. Findings – The research first identifies four models, describing four specific decision types, then derives a general model from them. Executives from four agencies not in the original sample later confirms the models. The models generally confirm the existing knowledge base, with a few minor exceptions. Research limitations/implications – This qualitative technique suffers the common malady of the researchers losing objectivity because of their immersion in the case-companies. Wherever possible the research employs quantitative techniques to verify observational judgments. Practical implications – The “thick description” and the summary charts of the advertising agency decision processes have the potential to aid agency decision makers to better structure their decision processes. Originality/value – The findings themselves are of significance to those involved in the advertising industry, and there is an element of originality in the classification and the thick descriptions of advertising agency decision systems. The resurrection of DSA and the demonstration that the technique is viable and valuable is also a contribution of the study.

The principal focus of the present study was to examine the factors critical to the development and maintenance of a competitive advantage for education institutions operating in international markets. International ...

The main objective of this study is to develop requisite models for information and communication technology (ACT) adoption and diffusion in the banking industry in Thailand. The research, combining two study areas of ...

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Curtin University would like to pay our respect to the indigenous members of our community by acknowledging the traditional owners of the land on which the Perth Campus is located, the Wadjuk people of the Nyungar Nation; and on our Kalgoorlie Campus, the Wongutha people of the North-Eastern Goldfields.Watch our traditional Aboriginal welcome